Email Marketing Top Tips

Targeted, permission-based email marketing remains one of the most effective means of customer acquisition and retention.

It usually takes the form of:

• Single, commercial emails ...
  intended to elicit an immediate action, usually a sale or a registration.
• A newsletter ...
  regular, scheduled communication which is useful to the recipient on an ongoing basis.

Here are some top tips to help make boost the success of your email marketing activity.

Email Subject Lines

Some recipients may not see more than the first 35 characters of the subject line, depending on their email set-up.

Therefore, create short, snappy and effective subject lines. For example, depending on the content, this may feature:

• A key news headline.
• An announcement.
• Something to cause curiosity.
• Asking of question.
• Emphasis of benefits.
• An injection of urgency.

Email Body Content

Once the recipient opens your email, there is very little time to capture their attention. Therefore, your content should:

• Be relevant and focused.
  The more it appeals, the better the results.
• Make the objective obvious.
  For example, 'Here is the latest news on'
• Quickly highlight the benefits.
  Those offered by your information.

With regard to the message itself, it should:

• Be clear and concise.
  Written in plain language.
• Speak their language.
  Adopting the correct tone and personality for your recipients.
• Be kept short.
  Saying as little as it takes to meet your objectives.
• Be immediately of interest.
  Having the key points and main click-through links in the immediately-viewable area.
• Provoke response.
  Using effective calls-to-action.
• Be accurate.
  To boost your credibility.
• Be written in an informal, light style.
  Suiting the approach of one-to-one email communication.
• Be genuine.
  Avoiding hype and marketese.
• Be easily consumed by the skimming reader.
  Through text formatting and graphics.
• Be as consistent as possible with your website.
  To ensure a seamless customer experience..

Provoking Actions

The most important purpose of most email marketing is the equivalent of saying "Click Here". You should, therefore, ensure:

• It is obvious where the recipients should click.
• It is obvious why they should click.

P.S.

A short P.S. at the end of the emails can also catch attention and increase click-throughs. For example, you could:

• Summarise a benefit through an appropriate description.
  or
• Include an appropriate call to action.

In general, the aim should be to develop the most suitable style and personality for your organisation and your email recipients.

Comprehensive email marketing

Comprehensive email marketing includes crafted copywriting, sophisticated usage of segmentation, robust distribution, list management and reporting.

Please contact MediaCo for information on tailored email marketing services.